Private Labels: New competitors of traditional brands. 4th edition. Stenkamep Ya., Kumar N.

Retail companies and their Private Labels, that is, their own brands, conquer new niches in the market. But manufacturers of traditional brands still create strategies based on obsolete myths and ideas about their own brands of retail networks. If manufacturers of traditional brands do not want to lose, they need a completely different approach.

The authors of the book debunk stable myths about the brands of retail chains, describe new, multi -level strategies that retail networks use in relation to their own brands, and invite manufacturers to develop effective response measures. The authors urge manufacturers to accept the challenge and go on the attack!

based on the study of empirical material collected in different countries of the world, and on an unprecedented review of consumer opinions and statistics analysis, the book contains strategies for actions of both manufacturers and retail chains. The authors provide tools that will help to successfully compete - or cooperate - with suppliers of goods under the brands of retail networks; They explain why now manufacturers of traditional brands should be considered with brands of retail networks.

The book will be interesting to managers of production and trading companies, marketers, experts. Readers will find in the book a lot of interesting facts about well -known stores and goods.